New sex store headed to struggling San Jose center sparks anger

This old Bank of the West building could be home to the newest Hustler Hollywood sex shop

A sex shop is coming to a struggling San Jose shopping center, sparking outcry from neighbors pushing to clean the area up.

But City Hall can’t do much to stop it.

“The city does not make conditions on any corporate chain or merchandise,” said Councilman Pierluigi Oliverio, whose district includes the site on South Bascom Avenue and West San Carlos Street inside the old Bank of the West building. “If you’re selling high heels and DVDs, that’s considered merchandise or retail. We don’t regulate that.”

Hollywood Hustler, which operates 19 stores including Los Angeles, Hollywood and Bakersfield, sells lingerie, bondage and sex toys and “sensual care” items. It lists San Jose as a “coming soon” location and tells shoppers to “stay tuned for all the sexy details.” The retailer is hiring for a San Jose store manager.

Hustler Hollywood spokesman Evan Roosevelt confirmed the adult store is coming to San Jose, a city that has “great readership” for Hustler magazine and its website. The company will invest a million dollars in renovations, will hire about a dozen people and host a grand opening in October with Hustler founder Larry Flynt.

“There’s often a perception about what our brand is and once people come in they’re blown away by how nice the stores are,” he said. “They’re open, they’re airy, brightly-lit and welcoming. Our staff is second to none to walking customers through exploration of our products and their naughtier side.”

But at least one San Jose resident hopes the retailer reconsiders its move to Silicon Valley, especially since the shopping center, home to Midas, Dollar Tree and a hookah lounge, is too close to other adult businesses — including the Pink Poodle.

“My fear is that if Hustler goes in there, some of these more family-oriented restaurants aren’t going to want to be in the same center,” said Mary Hoffman, 58, who lives two blocks from the corner she called an eyesore. “This is not something families will want to go to.”

But Oliverio says the city’s hands are tied. Since the retail shop isn’t proposing a new use for the site, it can obtain a permit without going to the City Council or Planning Commission. It’s no different than a gun retailer or cash-checking store.

“I personally won’t be patronizing the store. I’ll hold out for a Banana Republic,” the councilman said. “But I know I cannot control property owners’ legal rights to lease to whoever they want.”